The Power of Digital Asset Management as a CX Tool
By Natalie Evans
August 14, 2018
Content Strategy, customer engagement, customer experience, Customer Journey, CX, DAM, data management, Digital Asset Management, document management, marketing, user experience
You have only a couple of seconds to make a memorable impact, in today’s digital era, the battle for winning and retaining customers is becoming more complex. Digizuite comments "Brands are pursuing new ways to achieve a shorter time-to-market, and are therefore pressured to excel in delivering relevant and timely customer experiences, on the right channels to the right people.
Brand Managers are increasingly producing various forms of digital content to serve the needs of current and potential customers. Rich media content such as images, videos, graphics, whitepapers, presentations, and infographics, fuel customer experiences." Many hours are spent searching through folders, emails, applications, cloud-based storage services and, likely, several fruitless phone calls to colleagues and partners.
Even when the job is done and all the pieces of the puzzle are finally collected in a single location on your hard drive you still have the feeling that it’s not all material. Unfortunately, losing track of valued marketing material is reality for many businesses. As a result of not being able to successfully locate updated marketing material, companies end up using the wrong content, ultimately damaging their brand.
Digizuite mentions that "Global brands that are operating across a variety of markets use tons of brand assets for multiple campaigns. Each brand asset needs to be approved and made available for Brand Managers in each market. Local Brand Managers will be empowered to use this content to create relevant and engaging customer experiences on their respective channels."
So integrating digital asset management (DAM) with customer experience management (CXM) will not only provide you with the ability to find what you need when you need it, but will also ensure that only the right people have access to specific content through a structured and precisely defined rights management organization. You will remove complexity, protect your brand, reach a faster time-to-market and ensure brand consistency on any channel.
After combining these factors together, it becomes apparent that the digital assets are the center of the customers’ experience and the business process. Managing digital assets is critical to a business’ success.
"Every time a potential customer signs up for your newsletter or visits your website, they expect to see relevant content corresponding to their desired needs. For example, a woman who is interested in designer shoes and has clicked on your email newsletter content containing shoes will expect to find information on your website that tells her where she can purchase the shoes she has clicked on. By uniting DAM and CXM, you will always be able to present your rich media content in a way that meets your customers’ expectations while ensuring your images or video can be viewed in a format that fits whatever device she is currently using." writes Elma Razic from Digizuite.
Five Powerful Benefits for Utilizing DAM
1. Versioning – Your DAM should be able to manage all types of content. Accessibility and up to date repository of digital assets helps stakeholders present unified messaging and deliver seamless customer journeys by ensuring the use of consistent on-brand assets, according to the authors. The added benefit is that DAM can scale with the business, and remains effective even at a global scale.
2. Collaboration – DAM facilitates collaboration between creatives, marketers and agencies by allowing adjustments, review and approvals in a single location. This helps to free marketers from the administration of process, ensures accountability, promotes brand governance, and ensures content remains on brand.
3. Content Enrichment – Content value can be amplified through personalization and localization. Having a system that allows the reuse and repurposing of digital assets across different markets and channels brings marketers closer to the ultimate goal of omnichannel and personalized customer journeys.
4. Product Insight – DAM can provide product insights and provide retailers with new, actionable data by managing catalogues, relationships and content association in a single location. It also provides merchandisers and marketers the opportunity to collaborate on global launches.
5. Content Distribution and Delivery – DAM can ensure only approved content is distributed to channel partners, putting control back in your hands. At its best, DAM enables an omnichannel experience by seamlessly linking content with distribution channels like CMS, commerce platforms and campaign management tools with the added bonus of being able to track and analyze the performance of content.
A DAM stores assets as well as regulates the process and communication both within the company as well as with the customers. When a DAM is connected to product information management, customer relationship management and marketing resource management, users gain more insight on how to properly leverage their assets. Connecting the DAM to communication channels and customer support platforms enables a company to personalize communication to customers as well as improve the quality of customer service.
As consumers today have become a digital omnivore, consuming content on multiple devices, multiple times of the day leads to consumer behavior changes. Brands must invest in technologies that help marketers do what they do best. Technology is the enabler, and it should enforce an all-around approach to growth across the entire organization. So having a unified, intelligent repository is the answer. It helps you streamline digital processes and gives you access to all your digital content from a single source by connecting a strong digital asset management system.
Reminder that content has to be customer-facing and should support omnichannel needs and variations, such as cultural and channel differences. By streamlining the marketing processes, the DAM world can work with marketers to become more agile and respond to customer needs as soon they happen. DAM is not just for creative review and marketing, the assets contained in the DAM are the core of a business operation and customer experience. That is why a DAM is not just a piece of an enterprise management solution but the is the center of it all.
Natalie Evans has over 16-years in the tech industry and currently works as the event coordinator and tech reporter for CMS-Connected, keeping up-to-date on what's happening in and around the Content Management industry.